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LEXICO-STYLISTIC ANALYSIS OF ADVERTISING IN ENGLISH AND
UZBEK
Kholmatova Shakhlo student of Uzbek State World
Languages University scientific advisor:
Mukhamedova N.A.
Abstract:
This article covers the specifics of Uzbek and English advertising, the
scientific basis, text and language of advertising. The formation of advertising speech
depends on the difference between cultural nature and literary texts. The
advertisement serves to demonstrate the possibilities and cultural features of the
Uzbek language.
Keywords
:
language opportunities, types of advertising, language units, advertising
text, linguistic units, commercial enterprise, text listener, advertising idea
Social advertising is a message that has social significance, serves the interests of
society and is distributed free of charge by various media that have set as their goal
education, warning or informing the public about current problems or drawing attention
to moral values, as well as changing public consciousness and behavior patterns of
members of society in a certain direction.
In addition, an additional task of the social advertising was the collection of
charitable donations for specific needs. In the US, this type of advertising is called
"public service advertising" (public advertising) or “public service announcement”
(PSA) (public message), while in Britain it is “public information films” (PIFs) (films
informing
the
public).
Compared
with
the
terms
"public
service
advertising/announcement”, the phrase “social advertising” is presented
terminologically inaccurate, since the word "social" is polysemic and does not have an
exact connotation, and the word "advertising" associated with us, first of all, with
commerce
[Ogilvi D. Tayny reklamnogo dvora. 2009. -145 p].
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In English-speaking countries, social advertising has a long history (from the middle
of the 20th century), is characterized by a well-established mechanism and, as a rule, is
carried out in the form of long-term large-scale campaigns, such as, in particular,
protecting our planet / environment (Protecting Our Planet / Natural environment; The
Greenpeace Movement; WWF Wildlife Fund); humanitarian aid to poor countries (The
Peace Corps); campaign against child abuse in Britain (National Society for the
Prevention of Cruelty to Children - NSPCC); smoking cessation (for example,
Campaign for Tobacco Free Kids and "The Truth" Campaign in the US), with drugs
(for example, Advertising Media Partnership for a Drug-free America - PDFA);
[Sorokin Yu. A., Tarasov E. F. Creolized texts and their communicative function M.:
Nauka, 1998].
At present The Ad Council, headquartered in New York City, works with
organizations, advertising agencies, and the media in parallel to run fifty PSA
campaigns addressing issues ranging from readiness to emergency and safety
(Emergency Preparedness & Safety Tips On Air and Online) to "cyber pressure" or
"cyberbullying" on a mobile phone, the Internet (Cyberbullying), also called "textual
harassment" (Textual Harassment).
The effectiveness of Western social advertising is due to the presence of feedback,
because. the most effective of them will certainly implement a strategy to involve
people, and not just pay attention to that or other social issue. Although it takes years,
and sometimes a whole generation, to change the behavior patterns of most people,
many campaigns have successfully led advertising work to the desired results: for
example, "Rosie the Riveter" ("Rosie the Riveter") thanks to the slogan "We Can Do
It!" ("We can do it!") two million American women went to work for the first time.
During the Second World War; Campaign to preserve the beauty and cleanliness of
America «Keep America».
The most common method of influencing the addressee (about 10% of our sample)
is personification as a kind of metaphor. For example, animals begin to "talk" with the
addressee, if they need protection and help. Here you can add "humanization" of
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fictional (cartoon)characters (popular bears Smokey Bear and forest owl Woodsy Owl).
Here are some examples: 1) “What did Do I deserve this?” (“What did I do to deserve
this?”) - against the background of a photograph of a crippled dog;
This is my mom.
What exactly are your intentions?
"This is my mom. What exactly are your intentions?") a huge shepherd dog sits on a
blanket, under which a laughing husband and wife lie on the bed; 3) Please tell my
owner walking me off leash is... INCONSIDERATE. DANGEROUS. ILLEGAL”
("Please tell my master that walking me without a leash... is IMPRESENT.
DANGEROUS. ILLEGAL");"Only YOU can prevent wildfires!", says Mishka Smoky
from the posters, addressing himself as if personally to everyone and calling to save
forests from fires.
From the point of view of structure, the texts selected by us differ in volume and
composition, in which includes a slogan, explanatory text, a link to the advertising
customer, a source of additional information or a helpline, as well as an image (photo
or drawing), because almost all social advertising texts are “creolized” [2, p. 180-181],
i.
e. consisting of a visual image and a verbal message. The visual part, as a rule,
illustrates the verbal information of social advertising, brings figurativeness to the
message, which often results in additional meanings that evoke certain emotions in the
addressee.
References
1.
Ogilvi D. Tayny reklamnogo dvora. 2009. -145 p.
www.koob.ru
.
2.
Sorokin Yu. A., Tarasov E. F. Creolized texts and their communicative function
// Optimization of speech impact. M.: Nauka, 1998. S. 180-186.
3.
Kadaba L. S. Remember These? They Stick in the Mind, and Change Behavior:
Public Service Announcements, Spotlighted at the Art Institute of Philadelphia
[Electronic resource].
4.Далиева, Мадина Хабибуллаевна. "THEORETICAL FEATURES OF
POLYSEMY IN LINGUISTIC TEXTS." МЕЖДУНАРОДНЫЙ ЖУРНАЛ
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ИСКУССТВО СЛОВА 5.5 (2022).
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